SEO for Financial Services | 5 ways to grow your audience

SEO for Financial Services | 5 ways to grow your audience
11th December 2018

Use these 5 steps to make SEO for financial services straightforward

Google is the first place users look to when looking for financial services. UK users conduct millions of searches annually for financial information. As a result, being visible in Google results should be a priority for any organisation that wants to drive relevant traffic to their website.

Fortunately, SEO for financial services isn’t too complicated. To achieve a high position in Google’s search results, and avoid missing out on valuable organic traffic, just adopt these five easy steps into your digital marketing strategy.

1. Select the right keywords, search terms and content

The logical first step of SEO for financial services is to find out what your target audience is already searching for. Along with those keywords, cast your net a little wider to research what key phrases your competitors are ranking well for where you’re not. Then consider what key phrases your business should be found for. What do you want to be the first choice for? Mortgages? Investments? Whatever it is, this will help you set the foundations for your content planning.

Using this approach means rather than wasting your marketing team’s time trying to find creative ways to be visible to your audience, you’re adhering your content marketing to what your customers already want to know. You are simply unlocking what they’re already engaged with and providing them with the most relevant answers.

We help organisations select the most appropriate keywords and search terms for their SEO activity. We conduct research in to the marketplace, competitors and customer behaviour to identify the search terms that are likely to generate sales.

2. Think local first

Over 3.5 billion searches take place on Google each day globally. And its reported that 46% of these are local searches. That’s a compelling statistic that SEO for financial services is crucial for driving traffic to your website. But if you’re still not sure if this is right for your organisation, then perhaps this next point will help.  76% of local searches result in a phone call to the business and 18% of local mobile searches result in a sales conversion within one day.

The bottom line here is to make life easier for your audiences that are already looking for your exact services or products. Your aim should be to dominate Google’s search results’ pages and what’s better than showing them that you’re close by. They’re looking either for an answer to a question or for an office nearby that they can go in and have a face-to-face chat – demonstrate that convenience, or risk losing out to competitors that are already doing it.

If you represent a national business with local ‘real world’ outlets, such as a bank or building society, you have a huge advantage. By conducting local SEO activity to elevate the position of each local branch and aligning this to compelling website content then you have the ability to dominate Google results for huge swathes of the country.

2020 Building Societies Digital Census Kagool

3. Quick wins to be Google friendly

Google is used for 94% of all search engine traffic, so SEO for financial services is most successful when following Google’s guidelines. There’s a variety of signals that websites send to Google that inform how it ranks your site on its search results pages. Some are best left to technical SEO experts (like we have in our search marketing team at Kagool) others are more straightforward to achieve results from.

Using the same keyword in your page title, URL and main header for example are easy ways to appeal to Google. Ensuring your content delivers what the title suggests is also very important to both your audience and Google. Let’s face it, nobody likes click-bait. Content that is accurately titled is more likely to keep your visitors on your site for longer, satisfying your visitor with the information they were looking for and signalling to Google that your content is useful and should be made visible in future searches.

4. Earn backlinks from authoritative websites

Following the theme of keeping Google onside, third-party sites linking back to your website signals to Google that your content is worth taking note of. Digitally, backlinking from authoritative websites is the same as someone important offline referring your business. For instance, SEO for financial services would benefit from link building across respectable sites like the Financial Times. The more relevant, quality websites that link to your website, the better to get your organisation in front of your target audience.

5. The need for speed across all devices

Slow websites are more than annoying, they lose audiences quickly. This means lost revenue and business opportunities. Just a one second additional delay is reported to result in a 7% reduction in conversions. When planning SEO for financial services, it’s vital to consider mobile. 83% of mobile users prioritise a seamless experience across all devices. Of course, this is another aspect that impacts where you find yourself on Google’s search results pages. If your site isn’t up to speed, your visitors aren’t going to wait around for you when there’s a competitor’s site that’s ready for them, however they want to access their site.

The next step in SEO for financial services

Our dedicated search team create and implement SEO marketing strategies for our clients across multiple sectors to help them achieve their business goals. Read our SEO case study to find out how Kagool increased organic traffic for Artex by 205%. Or contact us if you’re ready to chat about your organisation’s SEO opportunities, we’d love to hear from you.